Long-form

While very short copy like taglines and hero statements are hugely important for capturing customers’ interest and establishing brand identity and product truth, no B2B customer makes a purchasing decision based on them alone. This is why I love developing and writing e-book and web copy, because it allows me to more deeply engage with the customer on the practical aspects of product adoption. And on a brand level, long-form is great for establishing thought leadership bona fides without the usual constraints of needing to land pre-approved marketing verbiage.